Digital Journal

From Diary of a Naija Girl to Dang! Lifestyle: Ifedayo Agoro Introduces Deeper Self-Care to Women Around the World


LAGOS, NIGERIA–Nigerian women are gearing up for something unusual in 2024: the debut of The Dang! Experience Center on Akin Adesola Street, Victoria Island, a posh neighborhood in Lagos. At the center of the excitement is Dang! Lifestyle Ltd., which for over three years has been helping clients all over the globe to live their best lives, one story at a time. When the doors to the center open, customers will be immersed in candles, soft lighting, fragrances, and the melanin-skin care products Dang! Lifestyle has become known for. The goal of staff will be to encourage every visitor to slow down, relax, and put themselves first for a change. In a nation where women in particular work very hard each day and prioritize their families, The Dang! Experience Center promises to be nothing short of remarkable.

Dang! Lifestyle and its center are the brainchild of Nigerian Ifedayo Agoro, a respected entrepreneur, content creator, and media strategist. For more than nine years, she has been inspiring women everywhere to make their own choices and practice self-love. She first burst onto the international scene with her blog Diary of a Naija Girl (DANG), whose stories about the everyday adventures of an anonymous Nigerian woman captured the hearts and imaginations of readers. Since the first blog post in 2015, the DANG community has evolved into a passionate tribe of 1M people, most of whom are women.

Ifedayo explains that she started Dang! Lifestyle in part because she was determined to challenge stereotypes about female beauty and to encourage everyone to embrace their own personal growth and wellness.

“I wanted women, no matter where they live, to believe in themselves and to truly love who they see when they look in the mirror,” she remembers. “I also wanted to provide skincare products that would be cruelty free and specially formulated for melanin skin, as they were difficult to find. The feedback I got from the DANG community was overwhelmingly positive, so I got to work.”

Using her extensive management and administrative experience in the creative media and beauty industries, Ifedayo worked with board-certified formulators to create over 20 luxurious oils, toners, serums, moisturizers, and gels. Each one was developed with differences in skin types, weather, and personalities in mind. The line has since expanded to include candles, diffusers, home fragrances, perfumes, body mists, and linen sprays.

“What has been truly amazing for us is how quickly Dang! Lifestyle took off,” Ifedayo believes. “Our community of 1M followers has helped us to grow across Africa, Europe, the United Kingdom, Canada, and the United States. Thanks to them, we have sold over 400,000 units of products, surpassing our own hopes for Dang! Lifestyle. It proves what we have always believed: by focusing on the right of every woman to value and take care of herself, we would fill a huge need in the world and find our niche. That is exactly what has happened.”

The Dang! Experience Center is the next step in Ifedayo’s entrepreneurial journey. The store, the brand’s sixth physical store in only three years of operations, is already generating buzz online and on the streets of Lagos. It will be the first of its kind in Nigeria and will offer professional consultations on skin concerns and personal wellness as well as Dang! Lifestyle’s skincare products, candles, and fragrances for the home and body.

“We have been working with designers to put a lot of thought and creativity into our center,” says Ifedayo. “As soon as the customer walks in, we want her to feel immediately at ease. That is why we are focusing on soft lighting, pleasant scents, and peacefulness.”

The center will offer interactive experiences, including the latest facial treatments and derma assessments that will reveal more about a woman’s skin type and provide solutions for skin concerns. Also, on the last Saturday of each month, the Dang! Lifestyle Experience Center will also provide a more zen atmosphere as a special treat for customers. Soft piano music will be played, candles will be lit, and affirmations will be spoken, all to create a relaxing environment for visitors.

“The Dang! Experience Center will symbolize the power that all women have when they come together to support each other,” Ifedayo believes. “My staff and I are deeply thankful for their encouragement and belief in our mission. When our doors open, we will think of them and know that we could never have done it without them.”

About Dang! Lifestyle

 Dang! Lifestyle was founded by Ifedayo Agoro, the creator of Diary of a Naija Girl (DANG) and DANG Network, a media production company. The popularity of its candles, diffusers, and specially formulated skincare products for melanin skin has enabled Dang! Lifestyle to grow into a global name with an e-commerce presence in the international market. To learn more about Dang! Lifestyle, including Nigeria’s first-ever experience center, please visit or contact:

Ifedayo Agoro

[email protected]

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